ucd work smarter together 2014 - digital & social trends in irish education
DESCRIPTION
A presentation I gave during the UCD 2014 Working Smarter Together conference in March 2014, focusing on social and digital trends in 2014 and how they relate to education. http://shaneoleary.meTRANSCRIPT
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‘Evolve! Digital and Social Trends in the Educational Space’!!
UCD ‘Work Smarter Together’ Breakout Session!13.03.14
Irish Digital Reports
• The ‘Irish Digital Outlook’ 2014:
http://bit.ly/1mFXHuz
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• The ‘Irish Digital Consumer Report’ 2013
http://bit.ly/1ePK8aw
Who is this fellow, and why should I listen?
• A startup guy turned agency planner.
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• Work with large brands like Guinness, Tesco & GAA
implementing their social and digital strategy.
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• @shaneoleary1 or shaneoleary.me
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• Lecture in Social Media Marketing in DMI and write
about the subject in various places online.
What you should be able to take from today…
• An overview of key macro trends in the digital and social space for 2014
• An understanding that social is (unfortunately) not a panacea. There’s
much more to digital than that.
• Actionable advice to take away, and an understanding of how to implement
& harness these trends.
Firstly…
If you think ‘digital & social won’t work for me’
Meet Tom & the girls.
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‘Omni Channel’ - Its meaning and relevance…
The way we make most purchase decisions has changed…
• The ‘funnel’ model is no longer
applicable in many cases.
• Consumers are more cynical,
have more information and no
defined path to purchase.
• Marketing is now about nudging
behaviour rather than shouting
at targets.
So great digital brands must act in an ‘omni channel’ manner.
• They create utility, entertainment or conversation using a variety of tools.
• The use pull marketing, not push and understand the context of their consumer.
• They search for mentions, and facilitate in a proactive manner.
What’s the relevance for education? A simple framework
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Set up to embrace
new trends and be
collaborative?
!
Someone who can
manage channels on
an ongoing basis?
Agility
!
Always conversion
focused?
!
Or do we understand
the need to create
smart, entertaining,
useful things?
Utility
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Moved on from the
idea that mass media
is the only way?
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Do we apply some
budget to
experimentation?
Variety
!
Are we speaking with
the same voice across
all channels?
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Consistency
An example of an ‘omni channel’ brand
What might this look like for U.C.D. recruitment process?
Mobile App
‘Testimonial’
Video Content
PPC Advertising
Social Communities
Radio, Print, T.V.
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Social Trends for ‘Millennials’
‘Millennials’ - A dispersed digital experience
Image -
Zoo Digital
Facebook - Still a key channel!
• 2.3 million active users, more friends on average
than any other European country. 52% of 16-24
year olds check Facebook first thing each morning.
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• Over 1.7 million mobile users in Ireland.
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• Losing some of its ‘cool’, and younger users
spending less time here. But we’re still addicted.
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• Did you know you can now run competitions
without an app?
Facebook - Do & Don’t
• Never be ‘sales focused’ - it’s an entertainment
channel.
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• Visual is key in a crowded newsfeed.
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• Use small amounts of paid media constantly if
possible.
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• Understand your fans’ preferences - get familiar
with Facebook Insights and don’t forget the
weekends.
Twitter - Less interaction, more lurking
• 600,000 daily users, 1 million tweets per day.
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• But for millennials, it’s more about following
celebs than engaging.
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• More difficult for a brand to gain traction and
moderate - need for ‘always on’.
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• Proactivity is key - use listening tools to search and
respond.
Messaging - The always on network
• The major trend in social at the moment, SMS is
dying.
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• What’s App, Viber and Snapchat all increasing in
usage. 43% of 15-24 year olds have a Snapchat
account, with 1/2 using it daily.
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• More private and ‘cooler’ than mainstream sites.
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• Less opportunity for brands to engage, but this is
changing - particularly on Snapchat.
Other Opportunities
• Spotify is busy creating an incredibly powerful
music social network. Early adopter brands are
taking notice…
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• 14% of the population over the age of 15 now has an
Instagram account. Youth bias means a big
opportunity for photography heavy brands or
institutions…
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• Don’t just focus on the West. In China, Renren &
Sina Weibo are the sites to concentrate on.
What’s the relevance for education?
Optimise!for !
mobile
Fragmentation!is the norm
Facebook is!still king
But don’t !forget the!
niche sites
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Mobile becoming the first screen
Mobile First Thinking
If your content doesn’t work on a mobile device, it doesn’t count.
• 57% smartphone penetration in Ireland, but 82% amongst 18-24 year olds.
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• Teens check their phones on average 150 times per day.
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• On Facebook, mobile usage has outstripped web usage.
Mobile first is relevant across all behaviour, not just social
Over 60% of visits to
RTE.ie, TheJournal.ie,
BBC etc come from
mobile.
Mobile makes up
almost 40% of
YouTube's global
watch time.
44% of teens have
made a purchase on
mobile in the past
month.
Paddy Power’s mobile
revenue has increased
by 73% in the past 12
months.
What’s the relevance for education?
• An increasingly important informational
touchpoint.
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• Not a purchase point, so don’t attempt to make it
one, but optimise for info.
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• Prioritise sites before building apps.
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• Course Content apps a big opportunity (tablet)
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Content is the next big opportunity
Content is the next big opportunity.
72% of marketers think brand
content is more effective than
print advertising.
Companies that blog 15+ times
per month get 5x more traffic than those who don’t.
Clicks from shared content
are 5x more likely to result in a
purchase.
Content marketing generates 3x as many leads per
euro as traditional advertising.
The most relevant digital brands are also publishers
So let’s shift from promotional to encouragement
Consumers are in control, so move away from pushing messages towards encouragement through pull marketing.
Most brands only talk about themselves and consumers are sick of that - no dialogue, only monologue.
What’s your publishing strategy? - A Model
Whitepapers Surveys
Blog Posts Social
Video & Audio Infographics
Social Sharing
Apps Websites
Social Channels
Small amounts of paid social, PPC,
pre roll and traditional.
Be Useful & Facilitative
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Put yourself in your audience’s shoes. !
What’s in it for them? Why should they care? !
What kind of information can you provide that will make their lives easier and better? !
Make it as interactive and easy to share as possible.
Tell Stories
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Use relevant, quality content to champion your uniqueness and culture. !
Define your personality, find your voice and project that.
Be Realistic
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Creating content is not easy, and you don’t have the resource of a media brand. !
Define roles, create a skeleton content plan for the year and execute it. !
Do less but do it better.
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An application for gamification?
Gamification is still a huge trend
Applying game mechanics to ‘non game’ activities to change people’s behaviour.
Common Complaints
‘I wasn’t sure what to do for our assignment’
‘I don’t know what my grade was in the class’
‘The lecturer never once referenced the learning outcomes for the class’
What’s the relevance for education?!
!
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• As humans, we all have a natural competitive edge. !
• Layering in badging, leaderboards, linear progression through levels and rewards is proven to be highly effective.
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• More interactive C.A. opportunities? !
• A warning - The hype cycle is ahead.
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In summary, the best digital brands for 2014…
are active in many digital channels
are aware of their target’s online behaviour
think of social as conversation
create useful content regularly
are aware of trends & always evolving.
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Questions?